"La MADRIGUERA CAFÉ (The Burrow) is the place where the best coffee in Montevideo is served". In order to create its identity, we proposed hiding each letter of the name in holes, just as many animals would hide in burrows. The idea of hiding the name of the brand in its logo is not generally well received by our clients, but in this case it is a conversation starter, just like the coffee. The name of the place quickly became known throughout Montevideo without the need to write it down.

The loyalty cards actually show the idea behind the logo. Every time the customer buys a coffee a letter disappears in a hole, and when they get to 10 they receive a free coffee. To complete their simple packaging system, 3 seal sizes for each one of their cups and an abstract pattern of a “mulita” (armadillo in English, a native burrow animal from Uruguay) were designed, thus fully satisfying their packaging needs.